How does corporate social responsibility affect consumer response to service failure in buyer-seller relationships?

Research output: Contribution to journalArticle

76 Scopus citations

Abstract

The researchers investigate how corporate social responsibility (CSR) affects customer response following service failure within the context of buyer-seller relationships. A series of three experiments demonstrate that CSR is more effective under communal (vs. exchange) relationship norms, consistent with the alignment of CSR with the communal norm of concern for the needs of others. The effectiveness of CSR is also shown to vary as a function of company motives and CSR framing, serving as theoretically and managerially relevant boundary conditions. Together, these findings increase our understanding of how and when CSR will have a positive impact on consumers and, in turn, companies via customer satisfaction and loyalty.

Original languageEnglish (US)
Pages (from-to)140-153
Number of pages14
JournalJournal of Retailing
Volume91
Issue number1
DOIs
StatePublished - Mar 1 2015

All Science Journal Classification (ASJC) codes

  • Marketing

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